President, Media Operations at iCrossing
Mike Racic serves as Executive VP Category Strategy Development of Rocket Fuel. He has more than 18 years of media industry experience, ten of which have been spent in the digital space.
Mike came to Rocket Fuel directly from UM New York, which he joined in 2007. During his six years at UM, Mike worked on accounts including Kohl’s, the U.S. Army, Johnson & Johnson, and others. Starting as UM New York’s managing director of digital communications, he morphed his expertise in the digital area to leading the integration of digital and traditional planning teams at J3 (the UM division that services the Johnson & Johnson business) and subsequently across all UM accounts North America, becoming the North America planning lead.
He played an instrumental role in creating best practices for UM. He drove the development of channel-neutral strategies, and helped to shape the go-to market strategy of various offerings including video, mobile, gaming, addressable TV, and social media, with a keen focus on providing accountability for all media engagements. Mike has won numerous industry awards, from Effies to One Show Pencils. He is also a frequent speaker at various industry events, on topics ranging from video strategy to the future of programmatic-buying solutions.
Prior to UM, Mike worked at Optimedia, where he was the founder of its Newscast division This was one of the first agency groups focused on cross-channel media strategies.
Mike is a native New Yorker who resides in Port Washington, Long Island with his wife and three children.